Hillier case study retail summit feb 11 2013

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Hillier case study retail summit feb 11 2013

  1. 1. “How will Social Technology change the shop floor experience for customers over the next 5 years? ” Pete Doyle, Managing Director, Social Retail Limited www.socialretail.co.uk @socialretail #highstreet13
  2. 2. About Social Retail Founded by former Retail Manager, Pete Doyle in 2008, Social Retail was theAbout Us UK’s first Social Retail specialist consultancy and training company. Pete Doyle has a enjoyed a quality professional retail career over the last 25 years for some of the most successful national and international retail companies such as Waitrose, Toys R Us, Hamleys of London, Direct Wines and M&S. Pete was behind the launch of Waitrose.com in 1999 and founded the early online business for Toys R Us in the UK and globally for Hamleys of London. His unique retail career gives him a 360 view of the way retail works and how social technology will help retailers grow their sales. Our Social Retail Blog is ranked top on Google out of 1bn sites, our @socialretail twitter reach is almost 20m and our clients include British Retail Consortium and Henley Business School. (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  3. 3. Social Technology next 5 years Connected Customers Connected Stores Digital Skills of Staff(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  4. 4. Social Technology next 5 years Connected Customers • Wifi • Smartphones • Tablets • ‘Real time sharing’ • # communities(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  5. 5. Social Technology next 5 years Connected Stores • Digital Crowd Sourcing • Digital PoS • Digital Merchandising • Store to Store • Store to Head Office • Store to Suppliers(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  6. 6. Social Technology next 5 years Digital Skills • Skills gap of shop floor staff • Investment in digital workforce • Multi-channel approach • Customer service is not a department • Are you investing in the digital skills of your shop floor staff?(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  7. 7. The Shop Floor Theatre versus(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  8. 8. Multi-Channel : Are your Operations Joined Up Wk/Mth Wk / Mth Topic 1 Topic 2• Integrated Social Channels Approach Twitter, Facebook, YouTube, Blog, Smart Apps Channels Broadcast Channel TV,PR, Website Radio, Newsletters Events & In Store Channel Shopfloor / Consumers Shows / Trade Shows / Local events Face to Face Channel Sales Team / Trade Relationship Time (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  9. 9. Mark Pitman, Operations Manager, Hillier Garden Centres(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  10. 10. Ecommerce is now LOCAL & MOBILE .... “the future of the web is local”, Peter Fitzgerald, Google UKInvesting in your “80% of retail searches are done on mobile”‘Shop floor’ “ retail is about being local, mobile and personal with a theatre event in store ” “When a customer invests their own time to visit one of your stores, let’s welcome them with open arms and serve their needs.” “ecommerce is not a head office function any more” “we built ivory ecommerce towers in the late 90s and now ecommerce needs to be managed locally with trained and competent social ambassadors on the shop floor “ Social Retail is the only company in the world with a structured and proven training programme to enable retailers to create ‘social shopfloor ambassadors’. (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  11. 11. Your Shop floor colleagues are your Ambassadors.. The Business Case for investing in “Social Retail Amabassadors”Investing in Increase the local connections by allowing shopfloor staff to use smartphones‘Shopfloor’ / tablets on social media , during the quieter periods in the trading day.Ambassadors Each shop ambassador can :- 1. Drive up a local following and connections 2. Exploit time sensitive offers and attractions locally 3. Grow sales 4. Improve local customer engagement Our recent case study has proved that empowering shop floor staff to use social media can bring about many business benefits.. Improved footfall and sales Enhanced customer experience and engagement Empowered and enthusiastic employees Sustainable local marketing within the local communities Increase the REACH of your marketing networks (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  12. 12. Our Recent Case StudyStaffAmbassadors • Hillier Nurseries established 144 years ago in 1864Our Hillier Case • Expert Publishers on Trees, Shrubs and PlantsStudy • 67 Gold Awards at Chelsea Flower Show • Supply trees to Olympic Stadium • Royal Warrant • Supplies retail trade • Retails from 13 Garden Centres • Over 200,000 products • Turnover of £30m (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  13. 13. Our Recent Case Study BeforeCustomer March 2012ExperienceOur Hillier CaseStudy 1 H/O Twitter Covering 13 Managed by 1 Account Garden Person Centres + @hilliergarden Online Store ‘On the side’ Single point of Failure at Head Office Not Local Stories Not close to the action / local issues Too distant (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  14. 14. Our Recent Case Study AfterCustomer August 2012ExperienceOur Hillier CaseStudy 14 Twitter Followers Army of Accounts 500 to 2129 Enthusiastic Ambassadors 13 local + 1 Reach deployed in local national 70k to 2.5m communities We’ve created a reach of 2.5million people in local communities Sustainable local marketing channel We have an army of empowered enthusiastic ambassadors Head office can lead ‘The Conversation Plan’ Well Trained and Compliant Local Ambassadors More fun to work on the shop floor (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  15. 15. Our Recent Case Study Our Approach was to PILOT first and closely monitorCustomerExperience • We ran a pilot across 3 stores for 12 weeks.Our Hillier CaseStudy • Professional training and weekly reports and coaching from Social Retail with our 4 years experience of local social media • Careful and diligent compliance to company tone of voice. • Increase the digital skills of shop floor employees. • Our first direct sales within 8 days. • Engaging and happy shop floor employees. • After a review, Hillier decided to roll out to the rest of their garden centres. (C) Copyright Social Retail Limited -2012. All Rights Reserved. Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  16. 16. Example of a Social Conversation • How to Tweet? • Start a conversation with someone.(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  17. 17. Conversation Planning - Twitter • How to Tweet? • A reply..(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  18. 18. Conversation Planning - Twitter • How to Tweet? • A conversation...(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  19. 19. Conversation Planning - Twitter • How to Tweet? • Link to picture of plant..(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  20. 20. Conversation Planning - Twitter • How to Tweet? • Etiquette.. ‘Thank you’ goes a long way...(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  21. 21. Conversation Planning - Twitter • How to Tweet? • Happy Customer .....(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  22. 22. Reporting and Monitoring Weekly Tracking and Insight Reports with advice and guidance @hillierbath Increase Increase in Mutual Inner Outer Followers in Mutual Friends Reach Reach Followers Friends Week 6 145 13 55 6 33196 66192 Week 5 132 16 49 7 30931 55528(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  23. 23. Sharing best practice.. Tweet of the Week – sharing best practise @hillierbath(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  24. 24. Social Communities ” Social Retail worked with us creating a pilot in Social Media, using Twitter, within a small selection of stores.” “The pilot was deemed such a success we are rolling this out to all our stores during 2012”... Mark Pitman, Operations Director, Hillier Garden Centres.(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  25. 25. Our Recent Case Study Social Retail Pilot with Weekly Reports and Conversation Planning Growth over Week 1 Week 9 period Twitter Account Twitter Name Followers Reach Followers Reach Followers Reach HillierGarden @hilliergarden 454 9,472 585 226,867 29% 2295% @hillierbath 43 21,798 209 238,906 386% 996% @hillierbosham 25 23,038 114 104,415 356% 353% @hillierpevensey 34 16,141 90 85,684 165% 431% Total 556 70,449 998 655,872 79% 831% Andy McIndoe @andymcindoe 330 16,141 462 269,275 40% 1568%(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  26. 26. Our Recent Case Study Hillier Garden Centres - Social Media Monitoring Example Report Run on 15/08/2012 Run by Pete Doyle Example Report : Twitter Reach Report Reach Report Twitter Account Store Name Inner Outer Total @hillierbath Bath 347,412 140,469 487,881 @hillierbotley Botley 4,706 6,935 11,641 @hillierbanbury Banbury 3,183 97,349 100,532 @hillierbosham Chichester 498,692 1,622 500,314 @hillierhorsham Horsham 43,396 2,441 45,837 @hillierhemel Hemel 85,967 5,149 91,116 @hillierplantctr Braishfield 3,358 1,952 5,310 @hilliersunndale Sunningdale 18,695 5,065 23,760 @hillierpevensey Eastbourne 214,820 752,237 967,057 @hillierliss Liss 4,240 3,774 8,014 @hilliernewbury Newbury 729 2,707 3,436 @hillierwinchstr Winchester 10,087 1,490 11,577 @hillierromsey Romsey 3,630 11,924 15,554 @hilliergarden GCHQ 44,171 239,154 283,325 Total all accounts 1,283,086 1,272,268 2,555,354 (C) Copyright Social Retail Limited 2012. All rights reserved.(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  27. 27. Our Recent Case Study Industry Publicity and Acknowledgement too(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  28. 28. What are the commercial benefits using local Social Media in Stores? Empowered shop floor staff grow their local sales and improve customer engagement and experience Sustainable links deep in the heart of local communities Investment in digital skills within the workforce – great for talent spotting future digital managers within the business Using social media in an engaging and empowering way to get real feedback from customers in the community Opportunities to develop local digital marketing channels and give you a sustainable competitive advantage, locally Opportunities to exploit new mobile and tablet platforms in practical ways on the shop floor(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  29. 29. What are the management challenges using local Social Media in Stores? Technology – wifi and smartphone / tablet tools Shop floor staff will need professional social media training to ensure consistency of approach and brand values upheld – Social Retail are experienced at training shop floor staff on using social media tools and sites. Cannot scale in one go – Social Retail will manage a pilot for you across a cross section of store formats Monitoring each conversation – Social Retail will monitor and coach shop floor management on weekly basis during a pilot period Time management of shop floor staff – avoiding conflicts with other operational duties . Social Retail audits the best time of day and day of week to carry out the social media activity(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  30. 30. Julie Stenning, Plant Assistant, Hillier Bath Store(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  31. 31. Georgina, Customer, Hillier Bath Store(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  32. 32. Social Retail Customer Engagement Audit Strategy Pilot Monitoring Monitor Your Organisation Training Policies Evaluate(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459
  33. 33. Contact details Pete Doyle Managing Director Social Retail Limited www.socialretail.co.uk Tel: 0207 193 5004 Mobile: 07445 845 560 Email: pete.doyle@socialretail.co.uk Twitter: @socialretail Registered Office: 1 Forbury Square, The Forbury, Reading, Berks, RG1 3EB(C) Copyright Social Retail Limited -2012. All Rights Reserved.Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459

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